The Psychology of Colour in Food Packaging

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Over 90% of consumers make snap judgements of products based on the colour of packaging alone according to an article on the Packaging Innovation website. Red, for example, more than any other colour stimulates consumers appetites. In this article, the effects of various packaging colours on consumer’s perception is explored.

In this article, the effects of various packaging colours on consumer’s perception are explored.Below we have summarised the article.

Colours Trigger Emotions That Influence Shopping Behaviour

Over 90% of consumers make snap judgements of products based on the colour of packaging alone. For example, red, more than any other colour, stimulates our emotional response and memory triggers, provoking consumers appetite. However, it is also associated with danger in most countries. So, how do brands use colour to boost sales?

Key Colours For Packaging Designers

Red is universally used in food packaging due to being a strong eye-catcher that triggers emotional responses and appetite while also being associated with freshness.

Yellow indicates cheerfulness and optimism with the brain secreting serotonin at the sight of yellow.

Green is synonymous with health and wellbeing and is typically associated with natural and wholesome products.

Blue is popular in food snack packaging, while typically being associated with children’s products. Blue should be avoided for natural foods as it is an appetite suppressant.

More to Food Packaging Than Colour

Although it may appear that getting the packaging design right is just a matter of picking the correct colour (preferably red) However, it is not this simple, of course, originality and quality are also important factors in packaging design.